Center Parcs

Putting customers at the heart of the experience

Industry

Leisure

Services we provided

Research & Discovery
Usability Testing
UX/UI design

The challenge

Leading UK leisure brand, Center Parcs, appointed Atomic as their digital design partner to help ensure the online booking experience through their main customer websites provides an unrivalled experience for their loyal customers.

One key aspect of that journey is the planning and organising of guests prior to them arriving for their getaway. Center Parcs therefore tasked us with optimising that journey to ensure customers could quickly, and easily check-in and organise all of the guests within their holiday booking.

The solution

We began our research into the UK market and learned about the digital habits of our target audience. We then carried out a phase of user-testing with both existing and non-existing Center Parcs customers to identify any pain points within the existing user journey's.

These insights helped inform a phase of UX design to begin redesign the 'Guest Details' user journey. These were then tested again with the same audience. Once validated, we progressed with developing the UI layer to ensure the new designs were in-keeping with Center Parcs' existing digital identity.

The outcome

Following its implementation, the new UX met all of our original UX Goals and KPIs. And the volume of guests being 'checked-in' prior to their arrival continues to increase beyond levels recorded prior to the UX improvements.

What our clients say

“The Atomic team are brilliantly collaborative and always champion UX best practice, putting the customer at the heart of all design decisions. It’s always a pleasure to work with them”

User Experience Manager, Center Parcs

A measurable design strategy

We looked at each part of the journey, identifying pain points and small wins. We were also able to take our findings and alongside the brief, create a series of UX Goals that we wanted the new UX to achieve.

Validation at every step

Using a combination of moderated and remote user testing, we were able to see where the new UX was winning, and where further refinements were needed.